Letter From The Elephant
I am the elephant in the room. You know that phrase, of course. It means an obvious truth that is ignored or not acknowledged.
I am used to being ignored. Lots of very smart people use very smart arguments to avoid having to deal with me. I find it very funny. Why are they so shy of me?
But let me explain what I am doing here. This guy, Suman, has written this book that you are about to read. He claims that his task is to spot the elephants in the room and help others spot them too. So basically he is turning the spotlight on me.
Suman is trying to say that marketers have these pet theories and they cling on to them even though they are wrong. He has identified 10 of these theories-10 elephants in the room, he calls them-which he tries to debunk.
Well, I don’t like this spotlight on me. Here I am sitting comfortably in the room, not being disturbed by anyone, watching with amusement as the marketers try to step gingerly around me. And now, Suman is trying to get me out of here.
So I have a plan. I am going to make fun of Suman. I am going to argue that he is wrong and there is nothing wrong with the elephants in the room. It will be fun to see who wins.
Enjoy the book. Suman has written all the boring, serious stuff with case studies and things. I have written all the fun , cartoony stuff. We are on opposite sides of each issue. It is up to you to decide who is right.